The Miami HEAT announced a strategic partnership with the esports franchise, Misfits, a premium organization with professional teams competing in the genre’s premier games. The partnership is unique as it calls for the HEAT to assist in all duties including marketing, branding, promotion, retail, digital and sponsorship activation on behalf of the franchise, and to cross-promote the HEAT and Misfits.

The Miami HEAT pride ourselves on being innovative in all aspects of sports and business. For us, it made perfect sense to partner with Misfits, a young and ambitious franchise in a sport that is blazing a trail in terms of 21st century recreational competition amongst Millennials.

— HEAT Chief Executive Officer Nick Arison

Misfits is thrilled to be partnering with the HEAT organization. This partnership will be the catalyst and foundation to our continued expansion of the Misfits organization into a global esports brand and company. The HEAT — innovators and leaders in traditional sports — will help Misfits to unlock meaningful value across all facets of our business.